Fulfilling our Potential

Creating the Future Focus brand film was a real landmark moment for me as Creative Director. With this particular step forward we moved into a position where I could see a glowing new horizon. We effectively reached a different level and in doing so, the challenges changed. Depending on whether you are a glass half full or half empty kind of person, this could be seen as either an exciting or daunting moment.

I choose exciting.

Whether you hate it or love it, here are the key considerations that made this production a game changer for our team;

The Brief was exciting, with challenging parameters and a modest budget. The idea we then pitched was a hybrid of some great, creative conversations from both the Unlocking Potential and Idenna teams. The creative collaboration was exceptional.

The next stage of the journey required a lot of trust. The Director, Producer, Scriptwriter (Location Finder, Model Scout, Handy-man, Courier, Cheerleader, On Location Music Maker and Cardboard Wrangler) disappeared into a cloud of pre-production. Upon emerging, the resulting plan he delivered was flawless, if not slightly terrifying. The production contained a whole new level of complexity. Being a One Shot, it’s not possible to hide anything in the edit as, essentially, there is no edit.

Finally there was the two day shoot. I can’t tell you how rewarding it was to see the crew, assembled and directed by Sam, deliver such great results. With 15 characters appearing multiple times in multiple places throughout the 1 minute take, there was no margin for error. Post rehearsals, the film was in the bag by the second take. Everyone played their part perfectly and the resulting shoot and film was, and is, a joy.

The pinnacle moment for me was the realisation that the bar had been raised by the team as a whole. As Creative Director, I was able to take a step back and watch the independent capability, confidence and originality of each team member seamlessly slot together to form a seriously strong Creative Agency – from the inside, out.

So, at Idenna our challenge is to raise the bar and embrace new horizons.

Your challenge is to hook us up with a project that you want to see reach next level creativity. Please note modest budgets are welcome but not mandatory.